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The ways in which consumers share their data has expanded dramatically over recent years, thanks to a proliferation of smartphones and the technologies they enable. Yet new Pew Research findings reveal continued demand for limitations on data use. How , Harley-Davidson and REI nail the territory between relevant and creepy.

Imagine being in the grocery store. You approach the Tide detergent. Your smartphone buzzes. There’s a coupon, special to you: $1 off Tide.

Are you happy? Chagrined? To many consumers the answer is, “That depends.”

This is the key takeaway of a recent survey by the Pew Research Center that attempts to gauge consumer attitudes about sharing personal data versus maintaining privacy.

“These findings show how people's decisions are often context-specific and contingent,” the report states. “A phrase that summarizes their attitudes is, ‘It depends.’ ”

Turns out, this ambiguity has been fairly consistent for a number of years. We conducted a similar study in 2012 following the release of my book “The Loyalty Leap,” the results of which showed that consumers were willing to share data in some cases, for certain benefits, yet most did not trust companies with their data.

However, much has changed since then. The ways in which consumers share their personal information has expanded dramatically, thanks to a proliferation of smartphones and the technologies – such as iBeacon tracking – they enable. Shoppers want these expanding options, but they still demand limitations on how their data is collected and used.